She Gives Branding.
A New Name and Brand for a Movement of Generosity
Overview.
In the summer of 2024, Marion Design Co. partnered with IWU Women for Philanthropy to shape a new name and brand identity for a growing philanthropic movement centered on faith, generosity, and spiritual transformation. Using design thinking methods and deep listening, we created SHE GIVES—a name and identity that reflects the movement’s core belief: generosity is the natural outcome of a life being transformed into the image of Christ.
Background.
Born out of Indiana Wesleyan University’s Advancement office, IWU Women for Philanthropy is a collective of women passionate about stewarding their resources to fill gaps, meet needs, and invest in the flourishing of others. Their focus is both spiritual and strategic—placing each woman’s relationship with God at the center of her giving journey, and empowering her to model biblical stewardship in the communities where God has planted her.
The movement is intergenerational. Foundational members commit to modeling generosity and mentoring others. These leaders invite fellow alumnae and even students to journey together in generosity—investing in grant projects, building a long-term endowment, and learning how to give in ways that are thoughtful, strategic, and Spirit-led.
When IWU Women for Philanthropy approached Marion Design Co., they needed more than a logo. They needed a name and identity that could serve as a container for legacy-building—rooted in faith and designed to grow with them over time.
Objectives.
clarity
Create a name and brand identity that captures the unique essence of the initiative: generosity grounded in faith, focused on transformation, and accessible to women across generations.
identity
Establish a brand that communicates confidence, unity, and purpose—while remaining personal and invitational.
legacy
Design with longevity in mind. The identity must support both individual formation and large-scale philanthropic impact, including endowment growth and university-wide partnerships.
Process.
Marion Design Co. facilitated a brand strategy process grounded in design thinking. We began with empathy—listening to foundational members and IWU leaders to understand their hopes, language, and long-term vision. We heard phrases like:
“We give because He gave.”
“We’re better together.”
“This is about becoming more like Christ.”
Through affinity mapping, ethnographic insights, and naming workshops, we explored concepts that held both spiritual and strategic weight. What emerged was a need for a name that emphasized the action of giving and the identity of the women who give.
We developed a range of name options, tested language with stakeholders, and landed on a name that was both declarative and invitational: SHE GIVES.
The brand identity followed. We paired the name with a typographic system and iconography that communicated strength, movement, and clarity. Subtle textures and earthy tones echoed themes of legacy, soil, and spiritual rootedness. The visual language is both modern and enduring—meant to serve founders and students alike.
Results.
The SHE GIVES brand centers a woman’s giving identity in her spiritual life, inviting her to become part of a movement much larger than herself. The new identity:
Names the Movement
SHE GIVES is confident, humble, and easy to remember. It reads as both a statement and a call to action.Establishes Visual Language
The brand system incorporates clean, modern typography with soft textures that reflect both strength and grace. The color palette is grounded in warm neutrals and timeless greens, evoking generosity, growth, and peace.Equips for Growth
Brand assets include a logo suite, usage guidelines, digital templates, and storytelling prompts—designed to equip IWU Advancement staff and volunteers to grow the movement with consistency and clarity.Invites Participation
The identity makes space for founders, alumni, and students—each invited into a journey of stewardship. The design works across print, digital, and event platforms, supporting everything from student invitations to formal donor dinners.
